Job Description

 Purpose of the Role 

The role holder leads the Data Science and Analytics team, overseeing all activities and ensuring alignment with the business’s vision and objectives. Directs the management, development, and integration of AI/ML, customer analytics and business intelligence necessary for supporting the mission, vision, strategies, objectives, and goals of business. Organizes and assembles the man-power, technology, processes, and financial resources necessary to address the current and future AI/ML and analytics needs of the business. Understands that information and data are key business assets and operationalizes the application of data and information in order to deliver optimal performance. Participates in various committees as necessary to influence data capabilities and competencies within the business. 

Main Priorities: 

• Provides thought leadership and works the team in recommending appropriate AI/ML and analytical approaches and methodology to address key issues within the business. 

• Work with senior leaders across functions to prioritise AI/ML and analytics initiatives, communicate findings and identify actionable recommendations for the business 

• Analyse and translate customer behaviour data into the most salient insights and effectively link these to potential impact/opportunity for the business 

• Push the development of AI/ML, predictive models, customer segmentation, and other analytical tasks to support the business, including digital experiences, distribution channels, Marketing and Customer Service functions 

• Provide cross-functional analysis of customers to investigate trends and develop correlations across customer profiles and segments • Work with other departments such as IT and Digital to obtain the data required for analysis, and to deploy the solutions developed by analytics 

• Leads the Data Scientist and Analytics function in research, development, and implementation of appropriate data systems that lead to improved business performance and achievement of overall business goals

Role Attributes 

The role holder will be responsible for driving robust customer-centric programmes. This individual is expected to initiate and deliver insights by conducting in-depth quantitative analysis to support strategic business decisions. 

- Strategic Provide management visibility into data-driven insights that inform the business’s strategic direction and KPI’s. Determines the adoption of suitable modular tool-sets that drive innovation and create an advantage for the business. Supports other business executives and function leaders in making strategic, data-driven decisions, in regard to new products, additional use cases, customer segments, investments and promoting datadriven decision-making, consumer-driven analytics, marketing, and investment planning across the business. Builds a profile for analytics by providing clear analytics stories and spreading them across the business. Provides leadership on using analytics and customer data to create new business value for the company and/or improved service and experience for the customers. Works strategically and in collaboration with ALL internal and external stakeholders 

- Operational Operationally, ultimately responsible for all analytics support, such as, marketing campaigns, business performance measurement, and customer centric initiatives. Collaboration: Works closely with the internal functions in an effort to guarantee the delivery of high-quality execution of the diverse array of project deliverables. Helps formulate data-driven functional/business decisions (how, where, when, which channels, and so forth) and demonstrates delivery against the business’s overall objectives. Analytics: Builds, maintains, and improves the existing business intelligence and analytics tools across the department and across the business. Also drives and oversees initiatives to meet and even exceed performance expectations, key metrics, and enable overall profitability of the business. Assesses the commercial value and risks of growth opportunities as well as provide analytics that will position the business for dynamic growth. Responsible for driving culture within then function. Plays a mentorship role to key analytics personnel, ensuring constant improvement in their professional skills, guidance and succession planning.

 - Effective Risk Management/Governance Responsible for compliance with applicable laws and regulations (including personal regulatory accountabilities in relation to fitness and propriety), and relevant Singlife Business Standards. Ensure that employees receive adequate training to fulfil their compliance obligations. Ensure that new regulatory requirements impacting the department/function are implemented, and an effective process is in place for regulatory consultations to be reviewed and analysed by subject matter experts. Undertake regular self-assessments of the effectiveness of controls using tools such as regulatory obligations mapping to confirm compliance. Ensure that potential control gaps, failures or breaches that could or have already resulted in a regulatory breach are escalated in accordance with issued guidelines.

 - Finally, the Manager is responsible for managing the welfare, training, and overall development and effectiveness of all analytics team members

 Key Responsibilities 

Discover and enable new paths for growth via customer segments, product recommendations and channel optimizations through testing, measuring, learning, and refining 

• Develop AI/ML models and engines to be incorporated to Singlife’s recommendation engines, fraud detection, next-best action, personalization, etc 

• Develop analytical presentations with insights and recommendations to improve business decision-making across various channels/functions. 

• Translate analytics into actionable steps and assist in implementing them for campaigns and customer journeys • Work with consultants and/or internal resources to level-up the degree of maturity and sophistication in using customer analytics pervasively. 

• Produce recommendations and put together strategies for optimizing campaign results through the application of customer analytics. 

• Harness propensity models, market basket analysis, sequence analysis, and other data analytics outputs as needed to solve business problems. 

• Measure, report and analyse campaign results to determine incremental lift and response, while providing future target segment recommendations based on results. 

KEY PERFORMANCE INDICATORS 

• Increased adoption of analytics/data-driven decisions within the organisation, achieved through persistent efforts in engaging and influencing others, such as direct marketing, FAs, bancassurance, Customer Service, and IT

 • Lift in campaign response, conversion, or persistency as the case may be. 

• Timely delivery of pre-campaign deliverables such as campaign lead selection strategy recommendations (based on analysis) and campaign leads. 

• Delivery of useful post-campaign analyses that quantify the performance of the campaign and identify significant response behaviors patterns. 

• Performance of AI/ML models, optimisation of goals and direct results of the engine

 Key Decisions within the Role 

No explicit financial KPI’s or sales-related department budget. However, analytics is tasked to add-value and take a data-driven approach to solving problems. 

Team 

▪ A Team of 25, comprising 10 Data Scientists and 15 Data Analysts 4 of the Data Scientists would be designated as Team leaders